There are so many different terms used when we talk about ethical and sustainable fashion that it can get confusing at times. So here at KEEPER Denim we wanted to go through two of the most important words that you might have heard – Slow Fashion.


It refers to a movement where the impact of the clothing is considered at all stages of the supply chain, both on the environment and the people involved in making them. The embodiment of slow fashion is high-quality clothing, manufactured in smaller quantities, that is made to last.

The term slow fashion was first coined by Kate Fletcher, an eco-textile consultant and author who defined is as about designing, producing, consuming and living better. Slow fashion is not time-based but quality-based (which has some time components). Slow is not the opposite of fast – there is no dualism – but a different approach in which designers, buyers, retailers and consumers are more aware of the impacts of products on workers, communities and ecosystems.”

Slow fashion is considered the opposite to fast fashion, which is defined as low-quality clothing, made in large quantities to meet seasonal trends. The impact these clothes have on both the planet and garment workers is not considered.


On average, we bought 60% more clothes in 2014 than we did in 2000. Today, clothes are often seen as disposable and only worn a handful of times before they are disposed of and end up in landfill, having a huge negative impact on the planet.

Prior to the industrial revolution, most of our clothing was made from locally sourced materials and manufactured nearby. These garments were typically good quality as they were made to keep for many years.

Slow fashion today is in many ways a return to this method of purchasing clothes. We start to ask the important questions, including:

  • Where was it made?
  • Who made it?
  • What is it made from?


Here is a list of things to consider when shopping for slow fashion:


With the low cost of fast fashion today, this is an important one. If the price of a piece of clothing costs as little as your morning coffee or less, chances are the brand’s garment workers are not paid a living wage.


Look for timeless styles, rather than seasonal ones, so it can become a staple in your wardrobe that you will keep for many years.


Locally sourced and made garments means you are not only supporting local businesses, but also reducing carbon emissions.

Ethical Production

Do some research to ensure the garment workers who made the clothes were paid a living wage and had safe working conditions.


The fabric used to make the clothes will determine the quality of the garment and how long it will last. Look for sustainable materials including recycled fabric, organic cotton, linen, hemp and bamboo just to name a few!


Does the brand have any certifications to formalise their commitment to producing ethical and sustainable clothing?

Small Collections

Look for brands that only release new styles a few times per year at the very most.


At KEEPER Denim, slow fashion is what we live by, with a focus on creating small capsule collections of high-quality denim made in Australia from sustainable fibres. Ensuring we reduce our impact on the planet for a better future.

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